ANALISIS GREEN PURCHASE INTENTION DENGAN GREEN TRUST SEBAGAI VARIABEL MEDIASI PADA KONSUMEN AIR MINUM DALAM KEMASAN MEREK “CLUB” DI MALANG

Indonesia

Abstract

Club is one of the products launched by Coca Cola Amatil Indonesia (CCAI)
which implements Green Advertising. This study aimed to determine the influence of Green
Advertising and Green Product towards Green Purchase Intention with Green Trust as
mediation variable on consumers of water packaging Club in Malang.
This research use explanatory research with a quantitative approach, and instrument of this
research is using questionnaire. The sample used is 130 respondents who are minimum 17 years
old, domiciled in Rungkut District Malang, and are consumers of water packaging by Club
brand.instrument validity test using Product Momment Pearson, and the realibility test using
Alpha Cronbach. Partial Least Square analysis is used to test the hypothesis of this research.
The results show that (1) Green Advertising do not have a strong influence to Green Trust on
CLUB consumers, (2) Green Products have a strong influence to Green Trust on CLUB
consumers, (3) Green Advertising do not have a strong influence to Green Purchase Intention
on CLUB consumers, (4) Green Products do not have a strong influence to Green Purchase
Intention on CLUB consumers, and (5) Green Trust have a strong influence to Green Purchase
Intention on CLUB consumers